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Giffard liqueurs redesigned for bartending

French liqueur and sirop specialist Giffard has re-designed the packaging across its liqueur range, paying homage to company founder, pharmacist and liquoriste, Emile Giffard. To reinforce the heritage of the brand, each glass bottle is now inscribed with Emile Giffard’s signature and ‘1885’ - the company’s foundation date, and the words: Liquoriste, Angers, France

Patrice Rouillard at Optima brand design agency in Bordeaux redesigned the Giffard bottles with a longer neck for easy pouring by bartenders. And the flavour now appears on the neck of the bottle allowing for easy recognition behind the bar.

Nick Gillett, MD of Mangrove, Giffard’s distributor in the UK, says: “The new packaging truly reflects the premium nature of the liquid in the bottle. A brand with a story and heritage is important to us and we admire the fact that Giffard has opted to reinforce and celebrate the brand’s provenance through this new look.”

Bruno Giffard says: “We are extremely pleased with the new packaging. Our quest is to engage with bartenders and epicurean cocktail lovers worldwide and we believe we have found a look that complements our ambitions and my great grandfather’s legacy.”

Now approaching its 130th anniversary, the Giffard brand was founded in 1885 when Emile Giffard, a pharmacist at the time, invented Menthe Pastille. The company now produces crèmes de fruits, premium liqueurs and sirops. The range’s popularity is growing fast in the UK’s burgeoning mixology culture, as bartenders appreciate the products’ versatility and fresh fruit profile.

The production process of all Giffard liqueurs and sirops is controlled within the company, mixing traditional methods (slow fruit and plant macerations) with the latest techniques with the aim of giving every product the pure taste of the fruit. The ‘philosophy’ of offering the best, preferring natural taste and respecting nature in the production process is ensured by family management spanning four generations.

Pictured top: the new bottle

Pictured below: the original Giffard bottle before the redesign